The Impact of Service Failure and Complaint Handling on Customer Satisfaction and Its Impact on Brand Credibility. The Moderating Role of Customer Experience

Abstract

This study aims to analyze the effect of service failure and complaint handling on customer satisfaction and its impact on brand credibility and the role of customer experience as a moderator. The study was conducted using a survey method on 394 Bank Sultra savings customers who had previously filed complaints and received complaint handling services. SEM PLS analysis was used for data analysis and obtained the results of service failure having a negative and insignificant effect on customer satisfaction; complaint handling having a positive and significant effect on customer satisfaction; customer satisfaction having a positive and significant effect on overall satisfaction; customer satisfaction having a positive and significant effect on brand credibility; overall satisfaction having a positive and significant effect on brand credibility; service failure having a negative and insignificant effect on brand credibility of Bank Sultra mediated by customer satisfaction; complaint handling having a positive and significant effect on brand credibility mediated by customer satisfaction; customer experience having a significant moderating role strengthening the influence of customer satisfaction on overall satisfaction; customer experience having a moderating role strengthening the influence of overall satisfaction on brand credibility; customer experience having a moderating role strengthening the influence of customer satisfaction on brand credibility.